2014 Winners & Shortlists

The Brief

The brief from the client is to develop an invite asking the mid and senior level staff who work on the air-side, to attend the safety session on FOD ( Foreign object debris). FOD is basically all un-necessary items left on the air-side by the staff which pose serious danger to the aircraft and the employees working. The most usual FOD items seen are nuts, bolts etc.

Creative Execution

The Bolt Invite put the mid and senior level management in the shoes of those working on the air-side. It highlighted the dangers of foreign debris and the fact that their involvement was critical to creating a FOD Free airport. By making FOD a part of the invite, it directly highlighted the problem in an engaging and effective way. The invite was not only appropriate to communicate the message, but also an effective way of getting the managers to act and participate.

Describe the creative solution to the brief/objective.

The idea was to reach out to the staff in such a way that they actually felt the danger of FOD. So we took real debris from the airport to create an invite and placed it on the seats of all the staff. The next day, the staff was surprised to find a possible dangerous debris on their seats. When they picked it up, a note attached to the debris read - “If you think this could be dangerous on your chair, then it's surely a hazard on the runway.”

Results

It was the first year that BIA (Bahrain International Airport) had over 90% attendance of the mid and senior management, to the Safety Week sessions. The invite was so well received that the CEO had one displayed on his office wall. It is also widely acknowledged that the safety week of 2013 had the most active participation as compared to any other safety week done in the past years of Bahrain International Airport's history.